Traditional Marketing Vs. Social Marketing

People frequently discuss the differences between traditional marketing and social media marketing. However, Rebecca Kelley, the Director of Social Media at 10e20, does not think there are too many distinguishing factors. Instead, she believes that social media marketing is a natural extension to the traditional form of marketing.

For example, she compares pulling an ad out of a magazine to setting up tabs on a Facebook fan page. Although one encounter is offline and the other is online, the same action is present in both situations.

According to Kelley, the primary distinction between traditional marketing and social marketing is that in social, there is a greater emphasis on social interaction and building relationships. Traditional marketing is accustomed to a one-way communication model and social marketing requires a two-way channel.

Many businesses embraced social marketing early on to simply mimic other businesses. Now, some businesses are hesitant to join after witnessing mistakes others have made by sharing too much information. While Kelley does not think a silencing approach is the answer, she does believe businesses should implement policies for social usage. A balanced approach is the best solution.

Ultimately, marketers need to realize how to make a connection with their audience and make decisions according to what is appropriate for their brand.

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